Influence and Back-to-School: A Winning Duo for Your Marketing Campaign's Success
- Théo Poupard
- Jul 8, 2024
- 4 min read
As the leaves begin to turn and the scent of new notebooks fills the air, society is gripped by a unique frenzy: back-to-school season. Far from being just a return to the classroom, this annual phenomenon has become a significant economic and social catalyst, rivaling even the end-of-year holidays in terms of commercial impact.
Beyond the traditional rush to stock up on school supplies, back-to-school has evolved into a universal moment of renewal. From parents to students to professionals, everyone sees it as an opportunity to turn the page and reinvent themselves.
When executed effectively, influencer marketing can be a powerful tool to achieve your communication and sales goals during this period.
The Back-to-School Equation: Numbers and Trends
The back-to-school season of 2023 marked a turning point in consumer habits, reflecting current economic challenges. Persistent inflation has deeply influenced buying behaviors, prompting consumers to adopt more thoughtful strategies. According to an OpinionWay survey, nearly 4 out of 5 French people (79%) considered changing their purchasing habits for the 2023 back-to-school season.
This shift is manifested in several ways:
Hunting for promotions: Among those planning to change their habits, 30% prioritized promotional offers.
Rise of second-hand shopping: In response to rising prices, buying second-hand products is gaining traction. Traditional retailers are now incorporating dedicated sections for refurbished items, while online platforms like Vinted and Leboncoin are growing in popularity.
Thoughtful consumption: GfK's analysis of back-to-school 2023 trends highlights a significant shift in consumer habits. Instead of reducing their consumption, they are adopting a more thoughtful and strategic approach. This shift marks the end of impulsive buying in favor of more reasoned and well-planned consumption.
Communicating During Back-to-School: A Strategic Imperative for Brands
The rush for back-to-school shopping: Beyond simple supply lists, back-to-school triggers a real shopping reflex among consumers. It’s as if a starting signal is given, and everyone gets ready to spend. This creates an ideal ground for brands and influencers to easily capture the attention of a public already primed for action.
The "new me" syndrome: Back-to-school is perceived as a mini New Year, sparking desires for personal transformation. This quest for improvement paves the way for influences on various aspects of life: style, productivity, well-being.
Seasonal transition: The arrival of autumn pushes people to renew their wardrobes and habits, opening opportunities for many sectors.
The quest for efficiency: Returning to routine stimulates the search for solutions to optimize time and energy. Products or services promising greater efficiency resonate particularly well.
Social comparison phenomenon: Returning to collective settings spurs the desire to stand out or fit in, influencing consumer choices.
Need for comfort and motivation: Facing the return to routine, consumers are receptive to products and messages that promise comfort or motivation.
Why Influence is the New Superhero of Back-to-School
Influencer marketing stands out as a strategic lever for back-to-school campaigns, offering unique advantages:
Trust and authenticity: Influencers have built close ties with their audience, making their recommendations more credible than traditional advertising.
Precise targeting: They enable reaching specific segments such as parents, teenagers, or students with great precision.
Optimized engagement: Influence campaigns generally generate higher engagement rates due to the personal connection between the influencer and their followers.
Message personalization: Influencers tailor their content to the expectations of their community, creating customized campaigns.
Impact on Purchase Decisions
The Traackr France 2023 study reveals that:
66% of respondents say influencers' posts affect their purchases.
45% turn to influencers for product recommendations.
Choosing the right influencers should align with your targets and objectives:
For parents: Favor influencers specializing in parenting and family life. They are directly concerned with children and teenagers, seeking advice on supplies, fashion, mobility, and extracurricular activities.
For students: Opt for fashion, tech, or lifestyle influencers. They inspire young people in search of trends, gadgets, and tips for succeeding in their year.
For professionals: Consider influencers in personal or professional development, offering advice on tackling the back-to-work season.
By adapting your influence strategy to each segment, you maximize the impact of your back-to-school campaign, effectively reaching each audience with a relevant and engaging message.
Examples:
Humor:
ASMR Content:
POV and Live Shopping:
Hauls and Looks:
Get Ready With Me (GRWM)
Conclusion
become a genuine phenomenon. In this context, influencer marketing stands out as a top choice. Its ability to create authentic, engaging, and precisely targeted content makes it a powerful tool to capture the attention of consumers seeking advice and inspiration.
Whether through the offbeat humor of a TikTok, the relaxing atmosphere of an ASMR video, or the realism of a "Get Ready With Me," the creative possibilities are endless. The key is to stay in tune with current concerns: smart savings, responsible consumption, quest for efficiency, and desire for reinvention. By betting on an influence strategy, brands have all the tools to transform back-to-school into a powerful visibility driver. Now it's your turn to make this back-to-school season a resounding success!
Clark Influence, a marketing agency of enthusiasts who will accompany you in spreading your messages across social media platforms.
Our teams are always on the lookout for the latest trends to develop the best creative strategies for your campaigns. We believe that staying up to date of trends can allow you to have a greater impact than traditional media campaigns.
If you would like us to find talents capable of representing the image of your company via a local influencer marketing campaign: contact us! We would be delighted to send you a service offer: info@clarkinfluence.com.
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